OCT 25 REGENT CONCURRENT SESSION Using Web Analytics to ... · © 2013 Crain Communications Inc...

© 2013 Crain Communications Inc

Using Web Analytics to ImproveMarketing Performance

Speakers:

Hinda Chalew, SVP, Marketing & Interactive Services,Staffing Industry Analysts

Brad Smith, Director, SEO & Social Media Marketing, Haley Marketing

CONCURRENT SESSION

OCT 25 | 8:30 AM

REGENT


A guide to analyticsAgenda Definitions Deciding what to measure Use cases Measuring your analytics Resources


DefinitionPhrase DefinitionVisits The number of visits to your site

Unique Visitors The number of unduplicated visitors

Page Views Total number of pages viewed, repeated views are counted

Bounce rate The % of a single page visit in which someone left the site without interacting

New visitor First time visitor

Returning Visitor Repeat visitor

Frequency & Recency The distribution of the number of visits compared to the count of visits

Engagement How long someone is on a page

Referral Traffic Where site traffic is directed from

Direct traffic Self directed traffic

Paid search Traffic that is generated from paid web ads

SEO The process of improving a search engine’s results for unpaid search results

Landing pages A directed page that is used for marketing to capture information

Trackbacks A way in which you can receive notification when someone links to a document

Conversions – Conversion rates Number of goal achievements/visits


Deciding what to measureWhat are your goals? Sell products or services online? Showcase your work and get new business? Give more information and communicate your offline business? Provide information about your organization?

Conversions to track A sale or purchase A form completed or leads generated A phone call An appointment made Something downloaded


Metrics Engagement metrics

• Time spent on your site• Number of pages visited• Pages per visit• Bounce rate• Social shares or mentions Acquisition metrics

• Number of visits• Number of unique visits• New vs. returning visitors• Inbound links


Case 1: National Staffing Firm With Branch Offices

Challenges:

Low online traffic volume for company with 40+ offices

Very limited local search traffic for individual offices

Search engine keyword traffic was coming from all branded terms (terms with company name included)


Case 1: National Staffing Firm With Branch OfficesMetrics to Analyze:

Audience Location Are you getting traffic from

key markets?

Overall Site Visits Are you getting an appropriate number of visits for a firm your size?

Keyword Traffic What keywords are people using to find our website? Are we getting people searching for the service we offer?


Case 1: National Staffing Firm With Branch Offices

Solutions:

Build a new, more contemporary website

Search engine optimize entire website

Create individual local pages for each office that are optimized ona local level

Create/claim individual Google+ pages for each local branch

Develop a weekly blogging/content calendar and strategy (2 posts/week)


Case 1: National Staffing Firm With Branch OfficesResults: 203% increase in the keywords that drive traffic to

the website. Total Keywords Driving Traffic

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Nov-11

Jan-1

2

Mar-12

May-12

Jul-1

2

Sep-12

Nov-12

Jan-1

3

total #keyw ords driving traff ic

4,302

1,418


Case 1: National Staffing Firm With Branch OfficesResults: Over 945% increase in search engine traffic.

Search Engine Traffic

0

10000

20000

30000

40000

50000

60000

70000

Nov

-11

Dec

-11

Jan-

12

Feb-

12

Mar

-12

Apr

-12

May

-12

Jun-

12

Jul-1

2

Aug

-12

Sep

-12

Oct

-12

Nov

-12

Dec

-12

Jan-

13

visits from search engines

57,517

5,494


Case 1: National Staffing Firm With Branch OfficesResults: Over 640% increase in website visits.

Overall visits

0

20000

40000

60000

80000

100000

120000

Nov

-11

Dec

-11

Jan-

12

Feb-

12

Mar

-12

Apr-

12

May

-12

Jun-

12

Jul-1

2

Aug-

12

Sep-

12

Oct

-12

Nov

-12

Dec

-12

Jan-

13

Overall visits

95,539

12,900


Case 1: National Staffing Firm With Branch OfficesResults:

“Just wanted to share with you that in the last 2 weeks we have been contacted twice by companies Googling staffing services in Maryland Heights, MO. Now mind you, we are in a neighboring city called Creve Coeur, and within 5 miles of both of these towns are more staffing companies than exist anywhere in St. Louis. We are in the epicenter of staffing and our name came up first in the search. That's powerful stuff if you ask me.”

“Both of these calls are resulting in the following assignments in February and easily totally an additional 350 hours.”


Case 2: Travel Nursing & Allied Health RecruitersChallenges:

Had a new, professional website but still were not gettinginbound candidates/applications

Percentage of new visitors to their website was low

Search engine traffic was very low


Case 2: Travel Nursing & Allied Health RecruitersMetrics to Analyze:

% of New Visits Are you attracting new

visitors to the site?

Traffic SourcesAre search engines directing traffic to you?

Behavior OverviewWhat pages are being visited? Do you have a navigation issue?


Case 2: Travel Nursing & Allied Health Recruiters

Solutions:


Establish social media accounts for each division (Nursing, AlliedHealth, Pharmacists)

Publish content on website and use social media to reach a larger audience



Total websites visits skyrocketed.

There was a surge of unique visitors.

Engaging content increased total pageviews.

They began attracting more new visitors to the site.



Search engine traffic increased by roughly 160% but even more impressive is the increase in traffic from Facebook!

Facebook is now a consistent driver of good candidates and a low-cost recruiting platform.

Results:


Case 3: Allied & Locum Tenens Recruiter

Challenges:

Outdated website presence

Extremely high bounce rate on application



Metrics to Analyze:

Bounce Rate & Exit Rate Are people visiting specific sections of your website and leaving before taking the appropriate action?



Solutions:

Create new contemporary website

Add an internal job board

Convert long application to mobile-friendly, short-formapplication




Statistics improved across the board but the most impressive stat is going from no online applications each month to over 120 qualified applications each month!

“Over the course of the last year we have analyzed all of our recruiting efforts to determine our most effective recruitment channels. We looked at not just total number of applications, but how many physicians we actually placed on assignment to determine our ROI. Our job board and blogging services from Haley Marketing Group have generated the highest return of all our recruitment activities. In fact, the results are nearly double most other sources.”

Results:


Case 4: Staffing Firm in Texas

Challenge: Needed to fill a high volume of positions quickly by leveraging their social network.


Case 4: Staffing Firm in TexasMetrics to Analyze:

Facebook InsightsLook at Total Likes, People Talking and Weekly Total Reach

Traffic Sources: SocialIs social driving traffic?

What networks provide the highest return?


Case 4: Staffing Firm in TexasSolution:

Post open assignments on internal job board.

Create a status update on company Facebook page.

Run a targeted “Promoted Post” campaign toincrease reach of post.


Case 4: Staffing Firm in Texas

Each promoted post on Facebook receives a lot of interaction and goes viral. This one post reached over 20,000 people near Dallas for $10.

They were able to fill over 20 positions in a day.

Traffic to job listing peaks with targeted Facebook promotion.

Results:


Resources

Creating a Killer Staffing Website Staffing Website Optimization 101 Social Media – A Gameplan for Staffing and Recruiting Firms http://www.haleymarketing.com/idealab/ebooks

OCT 25 REGENT CONCURRENT SESSION Using Web Analytics to ... · © 2013 Crain Communications Inc...

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